S3: Consumer Decision Making

Question 1

What are the steps of the consumer buying process?

Answer 1

1. Problem/Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Post-Purchase Behavior

Question 2

What is Compensatory Decision Making?

Answer 2

All attributes of a product are considered simultaneously

Higher ratings on one attribute can compensate for lower ratings on another

Question 3

What are the 3 main types of Compensatory Decision Making?

Answer 3

Simple Additive: sum of scores for each attribute

Weighted Additive: sum of scores for each attribute x weight of each attribute

Weighted Averaging: sum of scores for each attribute x weight of each attribute, where the sum of weights = 1

Question 4

What is Non-Compensatory Decision Making?

Answer 4

Simplified decision making, where you focus on individual attributes

Question 5

What is Lexicographic decision making?

Answer 5

Highest rating on most important attribute

Question 6

What is Conjunctive decision making?

Answer 6

Does not rate poorly on any attribute

Question 7

What is Elimination by aspects decision making?

Answer 7

Start with most important attribute and eliminate those that don’t meet cut-off, then move to next one

Question 8

What is Disjunctive decision making?

Answer 8

Select those that excel on at least one attribute (may require additional decision rules)

Question 9

What are the strategies for influencing need recognition?

Answer 9

Change a perceived actual state (hold a mirror)

Change desired state (make consumers aspire to a better state, or make a desired state more plausible)

Reduce awareness threshold (remind/educate consumers)

Question 10

What is spreading activation?

Answer 10

A means of dealing with bad press

Instead of confronting the bad press directly, talk about a wide number of subjects to distract long-term memory